AMIAYA×jóuetie｜ A new form of Shibuya culture created with a new generation of creators.

"I want to be the source of culture that connects Japan and the world."
Expressing the thoughts of the two with "jóueteie".

At the new "jóuetie", which opened on the 5th floor, NEXT TOKYO floor, we propose a free mix style that is not bound by genre. I asked Mr. AMIAYA, who conveys the joy of expressing individuality, about his thoughts on the brand. "The appeal of the brand is that you can enjoy not only fashion but also the world of pop culture and art. There are plenty of collaborations with artists that we find interesting, so it's ideal to be a source of culture that connects Japan and the world." "The fusion with culture as well as trends is jóueteie's identity. I realized once again that it is linked to the spirit of Shibuya PARCO, which is challenging new things, regardless of one concept.” (AMI).

Shibuya PARCO is a place of memories of the two. Every time you come, you can meet "new discoveries."

On the other hand, as a fan of Shibuya PARCO, the two people say they often visit shopping. "Shibuya is a favorite city, and I often went to play before jóuetie opened in Shibuya PARCO. Since I opened jóuetie, I have often visited events, and it is an important place that is still indispensable for the growth of the brand." "I'm glad that jóueteie was able to return to the new Shibuya PARCO. I can't tell you because I have a lot of memories (laughs). This year is 2020, so I hope that overseas customers will fully enjoy it as a new attraction in Tokyo! As a brand, I would like to make new announcements overseas.” (AYA).

In the space that resembles an overseas bathroom, we have an image of an overseas bathroom.
There is a gimmick with playfulness and spice.

I'm also worried about the interior of the new "jóueteie" shop. What is the part that the two people who always value the world view are particular about the interior? "What we have taken over from the former Shibuya PARCO is a little retro atmosphere. By using CRTs and mirror balls, I expressed the popness of the 1980s." "There is a lot of playfulness like jóueteie. The interior concept is an overseas bathroom. Try to make the walls of the entire shop white tiles, and there are wash basins and faucets. The most important thing is the fitting room! I would like you to pay attention to the shower head that resembles a shower room."

Collaboration items created with creators are also being developed.

Limited items commemorating the opening of the Shibuya PARCO store include reversible downs and fit flare dresses. In addition, you can't miss it. A wide variety of collaboration items through their filters, such as Hoodie of illustrator Den Q (@denjinq), which is popular with slightly retro illustrations, and Arsene Dartanians dressed as Robert Akiyama, as well as playboys, captain Santa, and neighborhood stories.

Create a new culture with young creators.
Keep an eye on Jóueteie's future activities.

"Jóuetie" focuses not only on fashion but also on art, music, and culture, and continues to transmit a unique world view. I asked them about a new plan for the future. "I would like to continue to work around the antennas and discover interesting artists. I would like to reflect this in my clothes with jóuetie's view of the world and appeal to Japan's subculture to the world." "I have the same opinion! I hope that collaborations with the next generation of young creators will lead to the opportunity for new people to attract attention" (AMI). Click here for information on the latest items @jouetie_official.

Check here too<<
AMIAYA x Izakaya Masaka | Enjoy healthy fried chicken and dumplings at a vegan izakaya.